lanaguage is a system – meaning of the sign is in the difference to the alternatives (saussure)
wittgenstein – language gains meaning socially
chomsky – innate language rules
gibson – meaning of object lies in the world – perception is through action in the world
eco – a design system should be able to lie
mcluhan – medium has social impacts, extension of the senses – embodied
ovebaker – all the senses and emotions are involved
samuels – semiotic pollution
baudrillard – the nature of the real